4AD is a British independent record label that was started in 1979 by Ivo Watts-Russell and Peter Kent, funded by Beggars Banquet Records, and is still active today. It now forms part of the Beggars Group, along with Matador Records, Rough Trade Records and XL Recordings.
4AD current recording artists include Ariel Pink, The Big Pink, Blonde Redhead, Bon Iver, Camera Obscura, Deerhunter, Gang Gang Dance, The National, Scott Walker, St. Vincent, Twin Shadow, and tUnE-yArDs.
Ivo Watts-Russell and Peter Kent, employees of the Beggars Banquet record store and label, founded Axis Records in late 1979 as a property of Beggars Banquet that was run by the two. After the first four Axis singles in early 1980, the name was changed to 4AD when it became apparent that the name Axis was already being used by another music company. The solution to this problem came from a promotional flyer that they had printed up to call attention to the new releases. The flyer's designer had added some typography which played on both the new year and the idea of progress: